A Loblaw-owned Superstore in Toronto has been fined $10,000 by the Canadian Food Inspection Agency (CFIA) for falsely advertising imported food as “Product of Canada,” the agency confirmed this week.
The CFIA stated that the Superstore, located on Gerry Fitzgerald Drive, used “maple leaf advertising decals” in an in-store display to promote a product originating outside of Canada. According to the CFIA, this practice created a misleading impression for consumers regarding the product’s origin. The fine was issued on January 15, 2026.
Neither the CFIA nor Loblaw have disclosed the specific product that triggered the penalty. Loblaw acknowledged the fine and stated We see working to improve its country-of-origin labeling processes. “We strive for accurate country-of-origin signage, but that’s challenging when dealing with mass inventory,” Loblaw said in a statement. “That’s why we’re continuing to strengthen our processes. We’re sorry for any confusion this may have caused.”
The penalty follows a CBC News investigation last summer that revealed several major grocery chains were employing similar tactics, a practice dubbed “maple washing.” The investigation uncovered instances of imported almonds at a Toronto Sobeys being advertised as “Made in Canada” with a maple leaf symbol, despite the packaging clearly indicating their foreign origin. A No Frills store, also owned by Loblaw, displayed strawberries with signage proclaiming “Prepared in Canada” and featuring a maple leaf, although the packaging identified them as a “product of USA.”
The CFIA can levy fines of up to $15,000 per offence. In September 2025, shoppers expressed frustration that the agency had not issued fines despite uncovering numerous instances of misleading labeling. The CFIA has previously stated it takes food mislabeling “seriously” and determines enforcement actions based on risk factors, a company’s compliance history, and its responsiveness to resolving issues.
In a separate case last April, a Sobeys-owned Safeway store near Edmonton advertised Compliments avocado oil as “Made in Canada” with a maple leaf, while the product’s packaging revealed it was imported. The CFIA investigation into that incident took four months to resolve. The agency has not yet responded to inquiries regarding why Sobeys did not receive a fine in that case. Sheila Young, who initially complained to the CFIA about the avocado oil, stated in September that the agency should begin issuing fines to deter such practices.
According to the CFIA, “Product of Canada” labeling applies to food that is entirely or almost entirely produced within the country. To qualify as “Made in Canada,” the final significant processing of the food product must occur within Canada.
